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Survivors often report secondary trauma from participating in campaigns. They may be re-traumatized by the retelling, or feel pressure to "perform" their pain to drive engagement metrics. Furthermore, many campaigns strip the story of its nuance, reducing a complex healing journey to a tidy, 30-second soundbite that ends with a logo.

Organizations like The Breasties and Living Beyond Breast Cancer pivoted away from clinical fear-mongering. They launched campaigns featuring survivors discussing the realities of body image after mastectomies, the loneliness of "scanxiety," and the sexual intimacy issues that follow chemotherapy. www.da-grape-vine.com